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Key Insights and Digital Trends from Southeast Asia

© comScore, Inc.

Proprietary.

26 July 2013

Introduction

#FutureinFocus

Executive Summary
Media fragmentation is occurring at light speed in
today’s multi-platform environment, which features
not only computers, but smartphones, tablets,
gaming platforms and a seemingly ever-increasing
number of emerging devices.

comScore has been preparing for a future
scenario where most people will consume content
on the go and PCs would no longer be the centre
of the digital universe. This future is quickly
becoming a reality.

The strong swelling of mobile audiences, devices
and consumption habits have shown us that
consumers have become more platform agnostic in
their digital media consumption and happily switch
devices throughout the day and into the night to stay
up to date on email, news, social media etc.

The following report examines how the latest
trends in web usage, online video, mobile and
search, social and shopping are currently shaping
the UK digital marketplace and what that means
for the coming year, as comScore helps bring the
digital future in focus.
FOR FURTHER INFORMATION, PLEASE CONTACT:

A Singh
worldpress@comscore.com

© comScore, Inc.

Proprietary.

2

Key Takeaways

More than 40% of internet users come
from APAC
Internet user numbers across APAC continue
to grow at a much greater pace than any
other market. Six countries from Southeast
Asia is home to an online population in
excess of 62 million.
Growth driven by younger power users
Users from Thailand and Vietnam record the
highest time spent online which is clearly
explained by a significantly large percentage
of population under the age of 35.
E-commerce starts to make a move
Local and regional online retail setups are
beginning to capture the Southeast Asian
online audience. In the online travel category,
low cost airlines and meta-search platforms
see healthy traffic.

© comScore, Inc.

Proprietary.

Social networking still captures majority of
screen time
Social Networks capture the largest percentage of
consumers’ time in the region. Facebook
continues to be the number one social network
with 3 of its top 15 markets by reach in Southeast
Asia. Twitter, LinkedIn and Tumblr are the other
established players in most markets.
Entertainment and online video continues to
grow
The online video audience in Southeast Asia grew
around 8 percent in the past year, YouTube
continues to be the top video property in all
markets. Music, movies and entertainment sites
get more visitors and time spent than global
averages.

3

Content
SETTING THE SCENE
Global Overview

5

Southeast Asia Landscape

9

2013 SEA FUTURE IN FOCUS
Digital Audience Behaviour

14

Social Networking

20

Online Retail

26

News and Information

31

Online Travel

35

Entertainment and Online Video

39

Search

46

Country Spotlights

50

Conclusion

57

Tweet-bits

61

Methodology

62

About comScore

64

© comScore, Inc.

Proprietary.

4

#FutureinFocus

GLOBAL OVERVIEW

© comScore, Inc.

Proprietary.

Distribution of Worldwide Internet Audience
The US is no Longer the Center of the Online Universe

34%
Outside US

87%
Outside US

Middle
East - Africa
9%
North
America
14%

Latin
America
9%
Asia
Pacific
41%

Europe
27%

66%

13%
1996

2012

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

6

Share of Asia Pacific Online Population

Southeast Asia online population in excess of 62 million
Grows at a healthy 9% in the last year
Total 604 MM

Total 644 MM

Rest of APAC,
13.9%

Rest of APAC,
13.5%

Southeast Asia,
9.4%

Southeast Asia,
9.6%

Japan, 12.2%

Japan, 11.4%

India, 9.3%

India, 11.5%

China, 55.2%

China, 54.0%

Mar-12

Mar-13

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013

7

Time Spent and Growth Across Regions
US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World

Hours per Visitor

37.2
26.8

Global Average:
23.4 Hours a Month

26.1
17.3

North America

Europe

Latin America

17.2

Middle East - Africa

Asia Pacific

Unique Visitors (MM)

+7%
604

644
+5%
391

412
+12%

+1%
215

217
131

Asia Pacific

Europe

© comScore, Inc.

Proprietary.

+3%

North America

147

Latin America

130

134

Mar-12
Mar-13

Middle East Africa

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013

8

#FutureinFocus

SOUTHEAST ASIAN ONLINE LANDSCAPE

© comScore, Inc.

Proprietary.

Online Audience in Southeast Asia
High Growth in Developing Regions
18.0
16.1

16.0
14.0

Vietnam, the largest audience in the region,
added 2 million internet users in the past
year, a growth rate of 14%

14.1

13.6
12.4

12.0

The internet audience in the Philippines is
the fastest-growing in the region, growing
by 22% since March 2012.

11.8 11.8

10.0

8.9

9.5

Mar-12
Mar-13

7.4

8.0
6.1

6.0
4.0

3.3 3.4

2.0
Vietnam

Indonesia

© comScore, Inc.

Malaysia

Proprietary.

Thailand

Philippines

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 and March 2013

10

Engagement Across Southeast Asian Audiences
Users in Thailand and Vietnam Spent the Most Time Online

Average Time Spent Online (Hours)
March 2013
Vietnam

26.2

Thailand

27.2

Singapore

16.6

Philippines

16.4

Malaysia

16.0

Indonesia

13.5
Axis Title
© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

11

Demographic Distribution of Southeast Asian Audiences
Emerging Internet Markets in the Region Skew Very Young
In Thailand and Vietnam, 74% of the audience is under 35

% of Online Population by Age

Vietnam

42%

Thailand
Singapore

45%
24%
40%

26%

43%
15-24

© comScore, Inc.

Proprietary.

35-44

8% 5%

7% 4%

17%

16%

22%

27%
25-34

14%

25%

31%

37%

Indonesia

14%

29%
27%

Philippines
Malaysia

32%

19%

45-54

8%

9%

5%

10%

6%

8% 4%

55+

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

12

Youngest Web Users Are Heaviest Web Users
Average Usage by Under-35s is Substantially Heavier in Vietnam, Thailand

30.0
25.0

28.3

27.7

24.2
22.2

20.0

18.2
14.5

15.0

16.5 16.0

16.4

15.2

13.5 13.6

10.0
5.0
0.0
Vietnam

Thailand

Singapore Philippines
Under 35

© comScore, Inc.

Proprietary.

Malaysia

Indonesia

Over 35
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

13

#FutureinFocus

DIGITAL AUDIENCE BEHAVIOUR

© comScore, Inc.

Proprietary.

Non-PC traffic in South-East Asia zooms ahead, in excess of 20%
This number is accelerating with each passing month
100%

95%

90%

85%

Non-PC
Traffic:
15.4%

80%

75%
Sep-12

Non-PC
Traffic:
20.9%

Oct-12

Nov-12
PC

© comScore, Inc.

Proprietary.

Dec-12
Mobile

Tablet

Jan-13

Feb-13

Mar-13

Other

Source: comScore Device Essentials – Singapore, Malaysia, Thailand, May’12 – May’13

15

Social Networking Captures Large Share of PC Screen Time in SEA
Share of Time Spent on Services (Email, IM) Also Significant
100%

Share of Total Minutes Spent Online

90%
80%
70%

14.5%
Other

60%

13.2%

14.2%

17.3%

50%

19.3%
40%

13.2%
16.0%

16.1%

Entertainment
Services
Social Networking

15.4%
17.7%
41.5%

20%
10%

News/Information

19.5%

16.9%

21.9%
30%

Retail

17.5%

19.7%

21.6%

25.4%

32.3%

30.8%
16.1%

0%

Worldwide Vietnam

Indonesia

© comScore, Inc.

Proprietary.

Malaysia

Thailand Philippines Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

16

Average Hours per Visitor

Males in the Region Spend More Time Online than Women
Differences in Usage Largest in Vietnam, Thailand, and Singapore

29.0

27.9
24.2

25.4
Males

18.5

17.1
14.8

15.6

16.8

15.1

Females

14.6
12.1

Vietnam

Thailand

Singapore

Philippines

Malaysia

Indonesia

48%

44%

Female Share of Internet Population

47%

49%
© comScore, Inc.

51%
Proprietary.

49%

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

17

Globally, Women are More Likely to Visit Family, Home, and Retail
Sites; Men Gravitate Towards Sports, Auto, and Technology

(Highest)

(Lowest)

F-to-M
Reach
Index

F-to-M
Reach
Index

Fragrances/Cosmetics

168

Politics

78

Flowers/Gifts/Greetings

152

Technology - News

78

Lifestyles - Food

140

Automotive

77

Department Stores

137

Gaming Information

76

Jewelry/Accessories

137

Online Gambling

75

Teens

133

Sports

74

Family & Parenting

130

Online Trading

69

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

18

Device usage varies significantly by time of day
PC’s take up work hours, while tablets rule evenings

Tablets popular at
night
Share of Device Page Traffic on a Typical Workday

PCs dominate
working hours

Mobiles
brighten the
commute

© comScore, Inc.

Proprietary.

Source: comScore Device Essentials, July 2013, Singapore

19

#FutureinFocus

SOCIAL NETWORKING

© comScore, Inc.

Proprietary.

Social Networking Category Captures the Largest Percentage of
Consumers’ Time in Southeast Asia
All SEA Countries Index Higher
than Worldwide average reach
of Social Networking sites

Percent of Web Users Visiting a
Social Networking Site
96.1

93.9

91.6

88.2

Vietnam

86.9

85.4

Thailand

Singapore Philippines Malaysia

Indonesia

Mar-2013
© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

21

The Philippines, Thailand, and Malaysia Among Top 15 Countries
With the Highest Facebook Penetration Globally

Facebook Top 15 Markets by % Reach
Brazil
Philippines
Peru
Turkey
Argentina
Thailand
Colombia
Mexico
Chile
Venezuela
Portugal
Canada
Israel
Malaysia
Taiwan

92.6
92.2
91.4
91.1
90.8
89.3
89.0
88.5
86.8
84.2
84.1
83.2
82.9
82.3
81.0
© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

22

Facebook Reach in Vietnam Doubles, #1 Social Network
Gains major share from Zing

80.0
75.0

70.0
65.0
60.0
55.0

Zing Me
Facebook

50.0
45.0
40.0

35.0
30.0

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2012 to March 2013

23

Top Social Networks by Country
After Facebook, Twitter, LinkedIn and Tumblr are Popular
Only Vietnam has Substantial Local Social Networks
Reach of Top 5 Social Networks
Indonesia
by Country
FACEBOOK.COM
74.5

Vietnam
FACEBOOK.COM
ZING Me
DIENDANBACLIEU.NET
KENHSINHVIEN.NET
Linkedin

32.9
12.4
10.2
7.0

TWITTER.COM
Linkedin
Yahoo! Profile
TUMBLR.COM

Malaysia
TWITTER.COM
Linkedin
TUMBLR.COM
Tagged Inc.

15.9
13.9
5.7
5.3

TWITTER.COM
TUMBLR.COM
Linkedin
Yahoo! Profile

SOCIALCAM.COM
Linkedin
PANTOWN.COM

10.8
9.4
9.2
6.1

Singapore
92.1

20.3
12.6
8.6
6.5

© comScore, Inc.

89.2

FACEBOOK.COM
TWITTER.COM

Philippines
FACEBOOK.COM

26.4
10.5
5.9
4.9

Thailand
82.3

FACEBOOK.COM

80.2

Linkedin
TWITTER.COM
TUMBLR.COM
GOODREADS.COM

Proprietary.

65.9

FACEBOOK.COM

20.1
16.0
10.2
3.9

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

24

Hand in Hand with SNs, Photo Sharing Sites are Popular in the Region
Thailand, Philippines and Singapore had Highest Reach for the Category
Percent Reach of Photos Category
Worldwide
Vietnam

33.5%

28.8%

Malaysia

32.0%

Thailand

Worldwide

13.0

Vietnam

27.3%

Indonesia

Minutes Spent per Visitor on Photos
Category

41.9%

15.5

Indonesia

7.1

Malaysia

7.0

Thailand

8.9

Philippines

35.6%

Philippines

9.2

Singapore

35.0%

Singapore

9.4

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

25

#FutureinFocus

ONLINE RETAIL ON THE RISE

© comScore, Inc.

Proprietary.

Amazon and Lazada Among the Top Retailers in SEA
Local Players Doing Well in Vietnam
Unique Visitors (000)
Top 5 Retail Sites per Country

Vietnam

Indonesia

Malaysia

VATGIA.COM

6,322

AVG.COM

1,435

Amazon Sites

1,497

Lazada Sites

2,351

Amazon Sites

1,347

AVG.COM

1,050

5GIAY.VN

2,203

Lazada Sites

1,260

Alibaba.com Corporation

935

ENBAC.COM

1,970

INDONETWORK.CO.ID

778

Apple.com Worldwide Sites

840

THEGIOIDIDONG.COM

1,793

Apple.com Worldwide Sites

703

GROUPON.MY

640

Thailand

Philippines

Singapore

WELOVESHOPPING.COM

1,732

Amazon Sites

Amazon Sites

680

Rakuten Inc

1,337

Apple.com Worldwide Sites

730

Apple.com Worldwide Sites

533

AVG.COM

1,146

AVG.COM

693

Giosis Group

440

Lazada Sites

1,086

Lazada Sites

628

Alibaba.com Corporation

326

Apple.com Worldwide Sites

1,031

MULTIPLY.COM

515

AVG.COM

264

© comScore, Inc.

Proprietary.

1,094

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

27

Spotlight: Retailer Lazada Shows Strong Growth in the Region
Heavy Increases in Penetration Over Past Six Months

+52%

Unique Visitors (000) to Lazada Sites

Sep-2012
Mar-2013

2,351

1,550

+84%
+60%

1,260

1,086
+46%
+49%

679

628

684

490

430
328

Vietnam

Thailand

© comScore, Inc.

Proprietary.

Philippines

Malaysia

Indonesia

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, September 2012 and March 2013
comScore began tracking the Lazada Sites Property in September 2012

28

Spotlight: International Leader Amazon, loses share
Malaysia, Vietnam and Indonesia show biggest drop
Unique Visitors (000) to Amazon Sites
-28%

577

Apr-12

416

Mar-13
-20%
295
-5%

235

182

173

-18%
159
130

Indonesia

Malaysia

© comScore, Inc.

Philippines

Proprietary.

Singapore

-5%

137

-26%
166

133

123

Thailand

Vietnam

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, April 2012 and March 2013

29

Retail Category Provides Lots of Headroom for Growth
Both in terms of Penetration and Time Spent
Percent Reach of Retail Category
Worldwide

73.7%

Vietnam

76.7%

Minutes Spent per Visitor on Retail
Category
Worldwide
Vietnam

Indonesia

54.8%

Indonesia

Malaysia

54.4%

Malaysia

Thailand
Philippines

67.4%
53.3%

Singapore

68.4%

© comScore, Inc.

Proprietary.

79.5

Thailand
Philippines
Singapore

36.5

21.8
18.0
20.3
17.4
33.2

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

30

#FutureinFocus

NEWS AND INFORMATION

© comScore, Inc.

Proprietary.

Reach of News/Information Category is Highest in Singapore,
but Visitors in Vietnam Spend the Most Time on Those Sites

Percent Reach of
News/Information Category

Minutes Spent per Visitor on
News/Information Category

Worldwide
Vietnam

90.0%

Indonesia

73.0%

Thailand

71.0%

92.3%

© comScore, Inc.

Proprietary.

Vietnam

194.8
75.9

Malaysia

37.4

Thailand

32.9

Philippines

50.0%

Singapore

69.7

Indonesia

63.5%

Malaysia

Philippines

Worldwide

76.1%

Singapore

25.9
55.7

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

32

Large Nonresident Population Drives Visiting to Filipino News Sites
Singapore’s News Channels Source Traffic from Within the Region
4,000

8,000

12,000

0
INDONESIA

VIETNAM

0
VnExpress
DANTRI.COM.VN
Bao Moi

detikcom

0

The Star Online

500

4,000

Sanook News
Manager Media Group

1,000 1,500 2,000

INQUIRER.NET

63%

61%

0
SINGAPORE

0

2,000

Nation Multimedia Group

THEMALAYSIANINSIDE…

PHILIPPINES

6,000

Kompas Gramedia

1,000 1,500 2,000
THAILAND

MALAYSIA

500

Malaysiakini Sites

PHILSTAR.COM

4,000

Kapanlagi.com Sites
0

ABS-CBNNEWS.COM

2,000

The AsiaOne Network

5,000

10,000

74%

CHANNELNEWSASIA.COM

63%
In-Country UV (000)

© comScore, Inc.

Proprietary.

Out-of-Country UV (000)

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

33

Blogs Form an Important Component of News Stream
Reach of the Category is Highest in Indonesia and Thailand
Percent Reach of Blogs Category
Worldwide

Minutes Spent per Visitor on
Blogs Category
Worldwide

53.3%

Vietnam

Vietnam

49.5%

Indonesia

71.6%

Malaysia

71.3%

Philippines

49.7%

Singapore

58.5%

© comScore, Inc.

Proprietary.

15.6

Indonesia

32.9

Malaysia

64.5%

Thailand

29.5

28.3

Thailand
Philippines

20.8
14.4

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

25.2

34

#FutureinFocus

ONLINE TRAVEL

© comScore, Inc.

Proprietary.

Well Traveled Singaporeans Have Highest Visitation to Travel Sites
Users in Thailand also Visit at an Above-Average Rate, while Indonesians
Spent the Most Time on the Category
Percent Reach of Travel Category
Worldwide

Minutes Spent per Visitor on
Travel Category
Worldwide

35.7%

Vietnam

23.0%

Vietnam

Indonesia

22.9%

Indonesia

Malaysia
Thailand
Philippines

Malaysia

30.0%
37.7%

Philippines

27.8%

Singapore

45.7%

© comScore, Inc.

Proprietary.

Thailand

25.6
9.2
32.3
19.2
17.3
15.7

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

25.4

36

Visiting to Travel Subcategories
Singapore and Thailand lead others in the travel segment
30.0%

% Reach of Travel Subcategories
25.0%

20.0%

15.0%

10.0%

5.0%

0.0%
Travel - Information

Vietnam

Indonesia

Online Travel Agents

Malaysia

© comScore, Inc.

Proprietary.

Thailand

Hotels/Resorts

Philippines

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

Airlines

Worldwide

37

Priceline Has Made Major Inroads in All Markets in Southeast Asia
Local Low-Cost Airlines Prominent in Top Sites Lists Across Region
Unique Visitors (000)
Top 5 Travel Sites per Country

Vietnam

Indonesia

Malaysia

Priceline.com Incorporated

424

Priceline.com Incorporated

970

Priceline.com Incorporated

1,278

MYTOUR.VN

309

LIONAIR.CO.ID

561

AirAsia

1,078

VIETJETAIR.COM

305

AirAsia

513

Malaysia Airlines

672

Vietnam Airlines

301

TripAdvisor Inc.

396

TripAdvisor Inc.

629

Qantas Airlines

294

GARUDA-INDONESIA.COM

381

Orbitz Worldwide

294

Thailand
Priceline.com Incorporated

Philippines
1,229

Singapore

Priceline.com Incorporated

569

STREETDIRECTORY.COM

374

Sanook Travel

557

CEBUPACIFICAIR.COM

464

Priceline.com Incorporated

372

AirAsia

541

TripAdvisor Inc.

336

TripAdvisor Inc.

299

TripAdvisor Inc.

389

AirAsia

199

Tiger Airways

238

CHIANGRAIFOCUS.COM

346

Orbitz Worldwide

168

Qantas Airlines

203

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

38

#FutureinFocus

ENTERTAINMENT AND ONLINE VIDEO

© comScore, Inc.

Proprietary.

Countries with More Young People Visit and Spend More Time on
Entertainment Sites
Percent Reach of Entertainment
Category
Worldwide

88.0%

Vietnam
Indonesia

96.1%
79.8%

Hours Spent per Visitor on
Entertainment Category
Worldwide
Vietnam
2.2

2.3

97.2%

Malaysia

Thailand

99.1%

Thailand

82.5%

Singapore

96.3%

© comScore, Inc.

Proprietary.

5.3

Indonesia

Malaysia

Philippines

3.5

Philippines
Singapore

4.8
2.9
3.4

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

40

Web Users in Vietnam Most Likely to Visit Music, Movies, and
Entertainment News Sites in the Region
% Reach of Entertainment Subcategories

80%
63%
79%

Multimedia

94%
73%
82%
80%
41%
36%
41%
36%
36%

Entertainment Music

61%

Entertainment News

33%
23%
16%
25%

As in almost all
markets, YouTube
accounts for the lion’s
share of visiting to
Multimedia sites in this
region

Local sites typically
dominate the Entertainment
News category

41%
59%

Entertainment Movies

16%
26%
47%
21%
36%

26%
32%
20%

Proprietary.

Malaysia
Philippines

44%

© comScore, Inc.

Indonesia
Thailand

16%
18%

TV

Vietnam

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

41

Most Top Entertainment Sites in SEA are International Properties
Unique Visitors (000)
Top 5 Entertainment Sites per Country

Vietnam

Indonesia

Malaysia

YOUTUBE.COM

11,101

YOUTUBE.COM

7,171

YOUTUBE.COM

7,339

ZING MP3

9,711

omg! from Yahoo!

2,172

CBS Interactive

2,152

24h Online Advertising JSC

7,054

KAPANLAGI.COM

2,133

VEVO

1,884

KENH14.VN

5,373

CBS Interactive

1,808

Viacom Digital

1,730

NHACCUATUI.COM

5,236

VEVO

1,636

DAILYMOTION.COM

1,329

Thailand

Philippines

Singapore

YOUTUBE.COM

7,289

YOUTUBE.COM

4,902

YOUTUBE.COM

MTHAI.COM

3,329

VEVO

1,563

iTunes Software (App)

978

DAILYMOTION.COM

2,491

CBS Interactive

1,447

CBS Interactive

870

VEVO

2,053

Viacom Digital

1,231

MediaCorp Network

772

iTunes Software (App)

1,589

iTunes Software (App)

1,225

VEVO

694

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Media Metrix, March 2013

1,989

42

Online Video Shows Steady Growth Over the Past Year
42 Million Online Video Viewers in the Region* Now
16,000

+14%

14,000
12,000
-2%

+3%

10,000
8,000

+18%

6,000

4,000

+5%

2,000
0
Vietnam

Indonesia

Malaysia

Apr-2012

Philippines

Singapore

Apr-2013

*Sum of 5 Countries Under Video Measurement by comScore

© comScore, Inc.

Proprietary.

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013

43

But Videos Per-Viewer on PC moves in opposite direction

Videos Viewed per Visitor
-46%

192.6

-26%

160.6
-3%

-41%

119.1
104.8

-29%

98.4 95.3

Apr-12
Apr-13

100.4

71.2
59.4

50.5

Vietnam

Indonesia
© comScore, Inc.

Malaysia
Proprietary.

Philippines

Singapore

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013

44

Google Accounts for the Majority of Videos Viewed Overall in the
Region, with Some Exceptions
No other major player dominates
in Indonesia. 58% of videos
viewed are on video properties, of
which none comprise more than
2.5% of the total

Share of
Videos
Viewed

In the Philippines,
14.5% of Videos
Viewed are on
Facebook

23%

24%

36%

46%

58%

77%

76%

64%

54%

42%

Total
Number of
Videos Viewed

All Others
Google Sites

Vietnam

Indonesia

1.6 B

459 M

© comScore, Inc.

Proprietary.

Malaysia
931 M

Philippines

Singapore

357 M

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore Video Metrix, March 2013

353 M

45

#FutureinFocus

SEARCH

© comScore, Inc.

Proprietary.

Number of People Using Search Continues to Grow
Except for Singapore and Malaysia

Growth in Unique Searchers
March 2012 to March 2013

Worldwide, the number
of unique searchers
grew by 6% over the
same time period

Unique Searchers (MM)

+13%

15.3
+7%

13.6
+6%

9.5

11.4

12.3

-2%

10.9 10.7

10.0

+19%

6.8
5.7

--

3.0 3.0

Vietnam

Thailand

Indonesia
Mar-12

© comScore, Inc.

Proprietary.

Malaysia

Philippines

Singapore

Mar-13
Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013

47

Thai Internet Users the Heaviest Searchers
Singapore, Malaysia, Indonesia Score Below Global Average
143.3

122.1

120.8

Searches per Searcher

119.7

97.3

91.1
83.9

World-Wide

Vietnam

© comScore, Inc.

Thailand

Proprietary.

Singapore

Philippines

Malaysia

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013

Indonesia

48

As is the Case Globally, Google Captures Vast Majority of Search
Market in the Region

Google Share of Total
Searches

In Indonesia, Malaysia, the Philippines and
Singapore, Yahoo! takes the #2 spot, but only
accounts for less than 6% of searches in each of
those countries

96%

97%

88%

87%

Vietnam

Thailand

Indonesia

Malaysia

Google Share of Searches

© comScore, Inc.

Proprietary.

84%

84%

Philippines Singapore

All Other

Internet Audience 15+ accessing Internet from a Home or Work PC
Source: comScore qSearch, March 2013

49


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